engine optimization. it's a major problem. the payments for advertising. friends and your network, personal friends that you trust. he go on to this facebook page. if you're going to dinner or 110 as someone where to go or how people, have people you trust, we covered it we know. i have friends all over the world. when i won a good restaurant i will last in because the trust is on the line. that is social currency. yelp has no social currency. why should i trust any of those sites? i don't know the people live. there is no value. melissa: at the another difference taste in food is any good what you just go to is the gatt. and like my friends, but i don't know if they know good from bad chinese food. >> let me say this. i think consumers are savvy enough to be able to look at all of the reviews, not just yell, but other search engines to see may be a need to really try this business or this into the out for myself, and the difference between yet what you were talking about were people saying, i give you an